Mitsulift Elevators

As the built environment expands, as it seeks new places to fill and accommodate a growing populace, time spent in and our reliance on modern conveyance systems develop in tandem. Reliability is central to this experience. Mitsulift, with offices in 8 countries including Greece, Syria, Lebanon and Nigeria, is an elevator specialist tackling this need, balancing what is described as a Japanese technical expertise with exceptional Middle-Eastern service.

Its graphic identity, however, failed to communicate this. The Brussels-based Base Design office worked with Mitsulift to bring this up to date, to better reflect the ambitions of the company, its insight and support, to move it from a product-vendor to a service-driven company. Using Or Type's L10, Base built an identity that maintains something of a utility yet manages to establish a distinct visual and verbal expression of connections.